Ｘ年後の関係者たち 2025年2月3日
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00:00The character who was born as a bonus to a certain tourist campaign 15 years ago became the face of Kumamoto, where popularity exploded in a blink of an eye.
00:19Kumamon
00:22Kumamoto is a big star
00:25Now there are a lot of collaboration products all over Japan, and the cumulative sales of related products have exceeded 1.4 trillion yen.
00:35As a character, it has had an explosive economic impact.
00:39How did the illustrations on the planning sheet of the tourism campaign come to be loved all over the country?
00:47According to an unknown story, there was a bold strategy and deep love between the officials of the prefecture.
00:58Tonight's event is a rally of Kumamon officials.
01:02Now the door to space and time will open.
01:09Kumamon
01:17The first is Masamichi Torii, who was in charge of the promotion at the time of Kumamon's debut and is now the president of Kumamon.
01:28The second is Atsushi Isoda, who was in charge of the Kansai promotion at the time of Kumamon's debut in Osaka, Kumamoto Prefecture.
01:38In addition, Saori Kamachi, who is currently in charge of scheduling, wrote a lot of articles about Kumamon.
01:49Sanae Kameyama, a big fan of Kumamon as a free writer.
01:54I check every time, but what is the correct intonation of Kumamon?
01:59When I go to the site, I'm told,
02:03I'm told,
02:05I'm told,
02:09Have you ever met Kumamon?
02:13Which one?
02:15Is this decided?
02:18It's not decided.
02:20It's not decided.
02:21It's different.
02:22But which one is the majority?
02:26In a certain program, Kumamon was the majority.
02:31Kumamon?
02:32But there are many people like that, so there is no such thing as deciding which one.
02:37Why do you have to be careful every time?
02:40Kumamon fans are Kumamoto prefecture staff.
02:43Yes.
02:44This is the family in the prefecture, right?
02:47That's right.
02:48Yes.
02:49The family in the prefecture is probably in the prefecture of Kumamoto.
02:53That's right.
02:55So from now on, Kumamon will definitely be decided by Kumamon.
03:00There are quite a few people like that, right?
03:02That's right.
03:03I'm only doing Kumamon.
03:05That's right.
03:06When you decide the budget for the prefecture every year,
03:09aren't you told that there are a lot of Kumamon fans?
03:13Well, I'm doing my best.
03:15So you have a lot of positive opinions.
03:17I think I'm getting a lot of support.
03:19I see.
03:20What kind of activities do Kumamon fans do?
03:24I appear in various events.
03:28For example, I do PR for Kumamoto.
03:30Also, I ask various companies to use Kumamon illustrations.
03:35I ask companies to do PR for Kumamoto instead.
03:37I help with that kind of thing.
03:39You're not like a publicist, are you?
03:41That's right.
03:42I'm only doing Kumamon.
03:43You're only doing Kumamon.
03:44Wouldn't it be easier to do it if you were a publicist?
03:48You can't do it just with Kumamon, can you?
03:51But I still value the character of Kumamon.
03:54I'm doing it independently now.
03:56I see.
03:57Kumamon has become the face of Kumamoto.
04:01Let's look back at the history of Kumamon.
04:06You're more alert than I thought.
04:08You move so fast.
04:10Thank you very much.
04:12Thank you, Kumamon.
04:14I can't read your emotions when I see you up close.
04:17Kumamon is really...
04:20I can't read your emotions.
04:23You're happy, right?
04:25Yes, I am.
04:27Let's start with how Kumamon was born.
04:30Let's talk about Kumamoto before Kumamon was born.
04:34How long ago was it?
04:37It was 15 years ago.
04:39This year is the 15th anniversary of Kumamon's debut.
04:42Kumamon moves.
04:4415 years ago.
04:46At that time, the governor of Miyazaki prefecture, Higashi Okubaru,
04:50said,
04:52It was Higashi Okubaru's time.
04:55It was a service area in Kumamoto prefecture.
04:59It was very popular nationwide.
05:02There weren't many products in Kumamoto prefecture.
05:04I was a little disappointed.
05:06It was a neighboring prefecture.
05:08There was an incident that was overshadowed by Higashi Okubaru's popularity.
05:17There was a bullet train coming to Kyushu.
05:23It was a big chance for Kumamoto prefecture.
05:29The bullet train always extended from the center.
05:34It came to Osaka, Shin-Osaka, Okayama, Hiroshima, and Hakata.
05:40Only Kyushu was made from Kagoshima.
05:44As soon as the front line opened, it became a transit station instead of a terminal station.
05:51It was a big chance for Kumamoto prefecture.
05:53However, it was a period when Kumamoto prefecture thought that the bullet train would pass through.
05:57The fact that a new transportation system like the bullet train can be developed
06:05has both advantages and disadvantages.
06:10It's like a straw car.
06:12People in Shikoku couldn't stop because of the Seto Bridge.
06:15It's a big damage to pass through.
06:17Yes, it is.
06:18People don't stay overnight and lose money.
06:24As soon as the Kyushu bullet train opened, Kumamoto was sold.
06:30To prevent that, Kumamoto prefecture launched a PR project.
06:36What did they do?
06:38At that time, Kundo Koyama, an Osaka soccer player,
06:44asked me to come up with a slogan and catchphrase for the campaign.
06:52That's important.
06:53He wanted me to think about it.
06:55Like Kyoto Nikko.
06:56Yes.
06:57I want a phrase that will remain in my memory.
06:59So, Kundo Koyama came up with Kumamoto Surprise.
07:04Kumamoto has a lot of materials that will make people happy.
07:13We want to find them and let people outside the prefecture know about them.
07:18That's why we launched Kumamoto Surprise.
07:20It sounds like a bad idea, but I think it's the same for all prefectures.
07:24When I took a taxi in Kumamoto,
07:28the driver didn't let me turn the meter down.
07:31I was worried because I had to drive all the way.
07:34He said,
07:35Hey, driver!
07:36It's dangerous if you fall down.
07:38I said,
07:39It's okay.
07:40I'll stop at the traffic light ahead.
07:42I'll turn it down after I pass it.
07:44That's nice.
07:45That's the driver of Kumamoto Taxi.
07:47Let's launch a surprise like that.
07:49That's the slogan of Kumamoto Surprise.
07:51I see.
07:52I'm scared if I don't know.
07:54I thought,
07:55Kumamoto is a prefecture where people are warm.
08:00That's what I wanted to do.
08:04I see.
08:05At the end of the report,
08:09he said,
08:10I've been thinking about this.
08:13He was on the last page.
08:17The last page?
08:18Isn't it the main page?
08:19Yes, it is.
08:20It's a bonus.
08:21At first, Kumamoto was just a bonus proposal.
08:26I asked the producer, Mr. Kundo Koyama, about it.
08:31The Shinkansen will pass.
08:33Fukuoka and Kagoshima are very excited.
08:37Kumamoto is about to get excited.
08:41I think it was a request to think about a tourism campaign.
08:46To be precise,
08:48not a prefecture,
08:51but a Shinkansen annual strategy room.
08:55The Shinkansen will pass.
08:57A team was formed to liven it up.
09:02There were a lot of people in the economic community who were in charge of livening up Kumamoto.
09:09Among them, there was a person who ran a gas station called Ishihara.
09:16Kumamoto told me that he thought I was the right person.
09:23At first, he said,
09:25No, I don't know such a person.
09:28I was rejected.
09:30After that, as soon as I got the Academy Award at Okuribito,
09:35he changed his mind and said,
09:37There's only Mr. Koyama.
09:40That's why he came to me.
09:43I don't remember who I met at first.
09:47I remember saying no.
09:51Mr. Koyama, who was planning a tourism campaign,
09:55immediately ordered the logo from Creative Director Manabu Mizuno.
10:00Then,
10:02I asked him to make a logo for the campaign.
10:05At that time, the logo came up.
10:09He said,
10:11I've been thinking about this as a bonus to the logo.
10:15That's how Kumamon came to be.
10:17So I didn't feel like I was going to sell it as a loose character.
10:22I didn't feel like I was going to sell it as a loose character.
10:28I just wanted to be one of the mascots of this campaign.
10:38Mr. Koyama's reaction to the proposal of a mysterious character that he had not expected?
10:44The key logo was issued at a certain amount.
10:54Mr. Koyama said,
10:57I can draw it if it's this much.
11:02I was like, is it that expensive?
11:07I was like, is it that expensive?
11:10When I showed it to Kumamon,
11:12I was like, I can't draw this.
11:16It's a professional job.
11:19Kumamon also agreed to the proposal as a set.
11:26This is how Kumamon was born.
11:29Why this design?
11:31When you open Kumamon's eyes,
11:33it's a surprise.
11:35It's a surprise.
11:38Like Anpanman,
11:40I think it's good to have a red cheek like this.
11:44And Otemoyan is red,
11:48so I think it's a motif of Otemoyan.
11:51When I look at other loose characters,
11:53I can't convey what I want to convey.
11:57There's a ramen bowl on my head.
11:59The more you push out what you want to sell,
12:02the less you get.
12:05Kumamon himself said,
12:07Kumamoto, this is good.
12:09I think that's why he was loved.
12:14There were people who said,
12:16I can draw this.
12:18That's rude.
12:19But that's a simple and good design.
12:23Design is good because you have to be able to imitate it.
12:26I think it's amazing.
12:28I thought for a moment,
12:30I wonder if I can draw this.
12:32But it wasn't a loose character setting at first.
12:35It was a loose character boom.
12:37While you were actually making a lot of things,
12:39didn't you make it because you needed Kumamoto?
12:42Didn't you have Kumamoto as a character?
12:44I didn't have him as a character.
12:46So you started a campaign to push Kumamon to the front.
12:51You didn't just get the logo,
12:54but you got the personality and decided to use it.
12:57That's right.
12:58I didn't want to use it because it came out.
13:02Kengo Kagoshima, who I mentioned earlier,
13:05rented the Kyocera Dome in Osaka at the time.
13:08It's been disbanded a lot.
13:10I thought we couldn't do that.
13:12You can't do that?
13:14It's very backward.
13:16It's backward, but I can't help doing the same thing.
13:19I see. It's a different way of fighting.
13:21I'm going to go in a different way of fighting.
13:23That's why I decided to use him.
13:27Kumamon was promoted from a mascot to a main character.
13:32But it wasn't what he had imagined,
13:36so he had a lot of trouble.
13:39As you saw in the illustration,
13:41it was quite difficult to make it three-dimensional.
13:45The first failure...
13:48No, that's Kumamon, too.
13:51Was it a failure at first?
13:53He was still thin at the time.
13:55Oh, really?
13:56Wasn't it well-received?
13:58It wasn't cute.
14:00The kids really liked it.
14:02I thought it wasn't good.
14:05So I made it cuter.
14:07Kumamon.
14:08Kumamon is a living thing.
14:10It's a little...
14:12Let me feed you.
14:14Let me feed you.
14:15Let's make it a good one.
14:17The hair style has changed, but it's a good one.
14:20After eating a lot of delicious food in Kumamoto,
14:23Kumamon became a mascot.
14:26From there, the rampant PR campaign began.
14:30It was not Kumamoto in his hometown,
14:33but a different area that wanted to be active.
14:37It was the Kansai area, the gateway to the Shinkansen to Kyushu.
14:42First of all, in Osaka,
14:45to increase the popularity of Kumamon,
14:48you need to know about Kumamon.
14:50You can come directly from the Kansai area.
14:54It's better to look at the sky from Tokyo.
14:57There's a three-hour wall from Kansai to Osaka.
15:00How much budget did you have?
15:02Kumamon wasn't there yet.
15:04It wasn't there yet, but the budget for PR in Kansai was about 100 million yen.
15:09Of that, about 50 million yen.
15:12That's amazing.
15:14It's a pretty big PR event.
15:17It's a big event.
15:19But if you do a commercial with 50 million yen, it's a big deal.
15:23It's expensive.
15:24It's expensive, so you have to figure out how to do it.
15:27You have to do something with limited budget.
15:30That's right.
15:32What do you do?
15:33If you don't do something with an interesting story,
15:36you won't be popular.
15:38Osaka is a comedy culture,
15:41so you can't just do it.
15:43You have to do something interesting.
15:46We decided to do a PR event with a story.
15:50A story event?
15:51Yes.
15:53First, Kumamon, who targeted Osaka,
15:57prepared three strategies and challenged them to be popular.
16:02In one year, it was about 640 million yen.
16:05Is there a failure?
16:07Failure?
16:08No, there's no failure.
16:10I want to find a flaw.
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18:18Kumamon has started activities in Osaka
18:20since the opening of the Kyushu Shinkansen.
18:23They have three strategies for the spread of the disease.
18:27The first one is a big operation to eradicate acne.
18:31What kind of strategy is this?
18:34The big operation to eradicate acne
18:36started in September 2010.
18:39First, we decided to build Kumamon
18:42in the city of Osaka.
18:45We decided to build Kumamon
18:48in a park or a famous sightseeing spot.
18:51When we built Kumamon,
18:54people wondered what it was.
18:56We wanted to create a city legend.
18:59So we built Kumamon for a month.
19:04You built Kumamon for a month?
19:05Yes.
19:06You didn't push Kumamon to the limit.
19:08You just did something you didn't know.
19:11I think people would disagree with you.
19:14That's right.
19:15If you think about it,
19:18Kumamon is a conservative community.
19:21It doesn't fail.
19:22Even if someone gets angry,
19:24it's okay because it's just an excuse.
19:28As Mr. Kundo said,
19:30people who are related to Kumamon
19:32don't pay attention to Kumamon.
19:35People who are from Kumamon
19:37or have visited Kumamon
19:39don't pay attention to Kumamon.
19:40The people who want to share information
19:42are those who are not.
19:43Because the number of people
19:45who don't know about Kumamon is low.
19:47They want to say,
19:48there is something interesting.
19:50And later,
19:51they think,
19:52Kumamon is the answer.
19:53It would be better if we connect.
19:54It would be better if we connect.
19:56So,
19:57we did our best.
20:01They didn't dare to publicize the PR of Kumamon.
20:05It started with such a broken strategy.
20:09They had a hard time because there was no precedent.
20:13When you go to a park,
20:15you have to get permission to use the government property.
20:20When you apply at the Kumamon Osaka office,
20:23you get a phone call.
20:25Is this really the job of Kumamoto Prefecture?
20:28Yes, it is.
20:29If it is a PR event that is approved by other prefectures,
20:32you have to put the name of the prefecture or city.
20:37You have to say,
20:38please come.
20:39You just stand there.
20:40What kind of park is it?
20:42It is a park called Utsubo Park.
20:43You go to such a park.
20:44You stand in the middle of the new world.
20:47You stand where there is a shop.
20:50But no one comes.
20:52It is a real urban legend.
20:54It is a real urban legend.
20:55You have to do it seriously.
20:57At the moment,
20:58it is still a minus promotion.
21:00That's right.
21:01What is that?
21:02When I did it for about a month,
21:05as a coming out,
21:07the governor told me to distribute 10,000 names in Osaka.
21:11Kumamon is in Shizuoka Prefecture.
21:13Kumamon will distribute interesting names.
21:16Did you have a reaction when you first revealed that it was a character of Kumamoto Prefecture?
21:20Yes.
21:22Everyone was wondering what it was.
21:25Twitter just started in Japan in 2008.
21:29In 2010,
21:30there were about 10 million people who had an account.
21:35I started to distribute in that way.
21:37The prefecture also started to distribute in that way.
21:40I did it in that direction.
21:42It's fast to get SNS in real life.
21:45Maybe.
21:46It was very fast.
21:47The prefectural officials think about the policy.
21:51Yes.
21:52Everyone is excited.
21:53It looks fun.
21:54It's fun.
21:55When I distributed the names,
21:57the officials asked me to do something.
22:01They said it would be interesting if I distributed the names.
22:03They said there was no such character.
22:05So, I started to distribute the names seriously.
22:07They said it would be interesting.
22:10Has the reaction changed since you distributed the names?
22:15The names are interesting.
22:18So, everyone wanted the names.
22:21It's Kumamoto Prefecture.
22:24At that time, the governor was Mr. Kabashima.
22:27I see.
22:28The governor was Mr. Kabashima.
22:30So, you came with the governor's order.
22:32Yes, I came with the governor's order.
22:34There are many words.
22:36Did you want to collect them?
22:37There are more than 30 patterns.
22:40So, I wanted to collect all of them.
22:44I wanted to collect all of them.
22:46I didn't say how many patterns there were.
22:48You have been successful so far.
22:50You have been successful so far.
22:51It's just a coincidence.
22:53It's just a coincidence.
22:55The Kumamoto team succeeded in distributing 10,000 names
22:59and the strategy.
23:03The next trick is the governor's fake press conference.
23:07What is this?
23:09Fake press conference?
23:10It's a very bad word.
23:12I didn't want to distribute the names.
23:14So, I ran away.
23:15Did you run away?
23:16Yes, I ran away.
23:17The governor's order was to distribute 10,000 names in 4 months.
23:20It's a very bad word.
23:22It's a very bad word.
23:23It's a very bad word.
23:24So, I ran away.
23:25So, the governor told the people in Osaka to look for me.
23:31Did the governor do it himself?
23:33Yes.
23:34Now, every prefecture has a promotion.
23:39So, I ran away.
23:44Did you object to the PR plan?
23:48Why did you have to make a fake press conference?
23:51The governor was very tolerant.
23:53The staff members didn't get angry.
23:56They didn't get angry because I was told to do it.
23:58They didn't get angry because I was told to do it.
24:00They were very tolerant.
24:02Here is the video clip of the fake press conference.
24:09The fake press conference in Kumamoto
24:14Hello, everyone.
24:15I'm Kabashima, the governor of Kumamoto.
24:18With the opening of the Kyushu Shinkansen line in March 2011,
24:24Kumamoto prefecture is preparing to welcome customers from Kansai.
24:32However, Kumamon, who was on a business trip to Osaka,
24:36couldn't be reached at the end of the last weekend's event.
24:40Kumamon was on a business trip to Osaka.
24:43Why was he on a business trip?
24:46Kumamon was on a mission to give out 10,000 business cards
24:49to meet many people in Osaka.
24:54Where should I contact you if I find Kumamon?
24:58I think he's still in Osaka.
25:01If you see him, please send him a message on Twitter.
25:09Please get his business card and encourage Kumamon.
25:17What was the reaction of the audience?
25:20It was a great response.
25:22I think his acting was pretty good.
25:25That was good, too.
25:27I think he's a tough guy.
25:30He's a man of his word.
25:32I did it until take 2, but it didn't go well.
25:35You should have done more.
25:37I was promoted three times, and the chief of staff said,
25:40stop it.
25:41He was a salary man.
25:43I see.
25:44But all the staff members were on the show.
25:48Yes.
25:49I made a mistake in the address on Twitter.
25:52I can't say anything but that.
25:56That's right.
25:57It's like a meme.
26:01It's not a big deal.
26:05But when I look back at it,
26:09I feel like I'm being bullied in Osaka.
26:14The audience was very warm.
26:16So the PR was going well until then.
26:20Kumamon is gone.
26:24What's going to happen after that?
26:26I think the audience was very excited.
26:29I thought, is he going to do this much?
26:32It's interesting.
26:33With a story-oriented PR strategy,
26:36he managed to win the hearts of Osaka residents.
26:40By the way, what was the reaction?
26:43As I did that kind of activity,
26:45I was gradually called to the media.
26:48Kumamoto is doing something in Ioniu, Kansai.
26:52I was called to many TV programs.
26:58I appeared in many programs.
27:01I calculated the advertising cost.
27:06It was about 64 million yen a year.
27:10That's a big success.
27:12More than 10 million yen.
27:15That's a huge success.
27:18I was surprised.
27:20It was a big success.
27:22I thought it was a piece of cake.
27:25Other characters didn't go well at all.
27:29It was a question of who designed it and who paid for it.
27:33But now, everyone is into it.
27:35Yes, I'm into it.
27:36It's only when it's cheap at first.
27:40Is there any failure after that?
27:44Failure?
27:45No, there is no such failure.
27:49I think it's a very rare case.
27:52I was nervous about many things,
27:55but everyone did well.
27:57I'm very grateful for that.
27:59Kumamoto is very interested in Osaka's back-and-forth strategy.
28:05By the way, what kind of activities does Kumamoto do locally?
28:09Do you do the same activities locally?
28:11Local activities?
28:12Yes, local activities.
28:14Did you change the way you attack in Kumamoto and Osaka?
28:18The budget was limited,
28:20and you had to distribute it effectively, right?
28:23Yes.
28:24I had to promote it properly.
28:27I wanted to do activities that were easy to do locally.
28:31I wanted to attack from children.
28:33I wanted to target children as the main target.
28:35Of course, I also hold events for adults.
28:37I wanted to make Kumamon's egg bag together with children.
28:42So, I did a lot of activities.
28:45In exchange for Osaka, Kumamoto focuses on children.
28:51However, Kumamoto is a well-known local area,
28:54but it didn't go well at first.
28:57At first, Kumamon was run by elementary schools,
29:00such as kindergarten and kindergarten.
29:03When I asked if I could go to Kumamon's kindergarten,
29:07they said,
29:09and I was rejected.
29:11Of course, I didn't know about it.
29:13I didn't know what it was.
29:15It was a tough time.
29:18When I heard that Kumamon was popular in Osaka,
29:24I was surprised that it was true.
29:28I wanted to see it.
29:32When I saw it, I thought it was cute,
29:34and it became very popular.
29:36If you had seen it on TV,
29:39you might have thought it was special.
29:41Yes, everyone would call me.
29:43Wow, it's popular.
29:45Please come to Kumamon.
29:48So, your original plan, Kumamoto Surprise,
29:50was successful.
29:52Yes.
29:53Since the Shinkansen opened,
29:55the number of customers has increased.
30:00It's about 1.5 times.
30:02Some people get off the train.
30:05I'm worried.
30:09I'm worried that the number of customers will decrease.
30:11I'm worried that the number of customers will increase.
30:16I'm glad.
30:17You've achieved your original goal.
30:19Yes.
30:20The PR campaign in Kumamoto, Osaka,
30:23was a great success.
30:25In 2011,
30:27he won the Yuru Character Grand Prix.
30:32From a limited character in the campaign,
30:34he became the face of Kumamoto.
30:37What was the biggest motivation?
30:40You won the prize in the Shinkansen campaign.
30:43But normally,
30:44you would think about the next campaign.
30:47What motivated you to go to Kumamon?
30:53A year passed,
30:55and I thought about whether I should quit or not.
30:59I decided to change my character from Yuru to Uru.
31:02I became the manager of nutrition.
31:04I decided to use Kumamon to sell Kumamoto's products.
31:09So, I made various collaboration products.
31:14What motivated him to go to Kumamon?
31:17Collaboration products.
31:19Now, there are more products than ever.
31:23But the amount of use is free.
31:26Why?
31:28The former major leaguer,
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33:33The driving force behind Kumamon is collaboration products.
33:37Various products are on sale,
33:40but the amount of use is free.
33:43Why is that?
33:47It's a little different from general collaboration products.
33:50If you have Kumamon,
33:52you can use the IP of Kumamon to make a product.
33:55In return, you get the amount of use.
33:59It's not like that.
34:01You can use it for free.
34:04Since it's so famous,
34:07you can't make more money with Kumamon.
34:11I wonder if there are people who pay money to use Kumamon.
34:17At first, I didn't think anyone would use it for free.
34:24The governor also said that it would be nice if everyone could use it for free.
34:31I think there are a lot of collaboration products so far.
34:34How many products do you have?
34:37We have more than 40,000 products.
34:44That's a lot.
34:46Have you been doing this for a long time?
34:48I've been doing this since 2010.
34:52Was the character born in 2010?
34:55It was born in autumn in Osaka.
34:58The governor's press conference was in November.
35:01I heard that Kumamon is very popular in Osaka.
35:06Many businessmen in the prefecture want to commercialize Kumamon.
35:12So I organized my rights to use Kumamon.
35:17I announced that I would use it on Christmas Eve.
35:23It's so fast that I can't think of it as a parent-child work.
35:26It's amazing.
35:29It's easy to say,
35:31Kumamon is very popular.
35:36How many applicants did you have at first?
35:39At first, I had an explanation meeting.
35:42At that time, there were about 100 people.
35:45I couldn't enter the meeting, so I just stood there.
35:48I was surprised that so many people came.
35:51Basically, it's more than I imagined.
35:53I was surprised.
35:54I don't know if it's as popular as I imagined or less than I expected.
36:00It's amazing.
36:01It's less than 100 people, but so many people came.
36:04I couldn't enter the meeting.
36:06What was the first product?
36:10I was invited to the meeting early.
36:17It was before the prefectural government opened.
36:20So you really needed Kumamon.
36:24It was a local Butsudan shop.
36:26Butsudan?
36:28What do you do with Butsudan and collaboration?
36:31Where do you put Kumamon?
36:34I put Kumamon on the opening.
36:36I put Kumamon on the top of the lantern.
36:39I think you're in trouble.
36:42I've heard from the president.
36:45He said, Kumamon is the savior of life.
36:48Did it sell?
36:49One sold.
36:51But there were a lot of mass media.
36:54Customers came and sold a lot of other things.
36:58You don't go to a Butsudan shop.
37:01It's a mini-clear.
37:03Is there a standard for whether it can be used or not?
37:05Yes.
37:06There are various standards for food.
37:09You have to use Kumamon as a raw material.
37:13You have to make it with Kumamon.
37:15When I bought it as a souvenir, it was sold.
37:20When I looked back, I thought it was made by a company in Tokyo.
37:23I was disappointed.
37:25It's a character that pushes Kumamon.
37:29I see.
37:30I'm protecting it.
37:33Is there anything you want to ask Kumamon?
37:40Yes.
37:41I asked the national brand.
37:46Is Kumamon related to Kumamon?
37:53Kumamon was made in Osaka.
37:55I want Kumamon to be used by a company in Osaka.
37:57I want Glico and Mitakuto to be used by a company in Osaka.
38:03I didn't think it would be realized soon.
38:08I want to go to Kumamon for business.
38:11Kumamon will go to Kumamon, right?
38:13Kumamon is the manager of Kumamon.
38:14The manager of Kumamon will go to Kumamon.
38:16It was difficult to communicate with the manager of Kumamon.
38:19When I went to Kumamon to receive Kumamon, I couldn't press the button because Kumamon was there.
38:24I thought Kumamon's ears and mouth couldn't reach the button.
38:29Kumamon will go to Kumamon.
38:31I went to Kumamon to receive Kumamon.
38:34Kumamon's manager.
38:36Kumamon's manager.
38:40Kumamon's manager.
38:48I didn't think Kumamon could be made.
38:50But Mitakuto was able to make it.
38:54I was surprised to see Kumamon.
38:57Kumamon is a national product.
39:00The salesperson of Mitakuto moves to line up in the store.
39:03Kumamon is a PR company in Kumamon.
39:08Kumamon sells Kumamon to sell Kumamon.
39:11Normally, Kumamon is sold by the manager.
39:14But Mitakuto did it.
39:16I thought Kumamon was delicious.
39:19So we decided to sell Kumamon.
39:23Kumamon is a bear, but it's a shark.
39:25I don't know.
39:27There was a hippopotamus.
39:29I thought Kumamon was delicious.
39:31So we decided to sell Kumamon.
39:33If Kumamon is a product, the manufacturer will be angry.
39:37But Kumamon is sold seriously.
39:39I don't have to be nervous if Kumamon is sold.
39:42That's the best.
39:44Pocky is collaborating with Kumamon.
39:46What's in this?
39:48This is milk.
39:50Kumamon uses Kumamon's milk.
39:53Glico has a fan.
39:57The fan cuts off the ear.
40:01Kumamon is very particular.
40:04This is amazing.
40:07I was about to cry when I saw Kumamon sold in a supermarket in Hokkaido.
40:11I thought Kumamon was sold in Hokkaido.
40:15Kumamon has been selling Kumamon in Hokkaido for a long time.
40:20Kumamon is sold in Hokkaido.
40:23Kumamon is sold in a convenience store in Hokkaido.
40:28Kumamon is sold well.
40:30I want to buy Kumamon.
40:32Kumamon is sold well.
40:34Why is Kumamon so popular?
40:36Kumamon is cute and interesting.
40:40Kumamon is cute and interesting.
40:42I feel sorry for Kumamon.
40:44Do you feel sorry for Kumamon?
40:46Kumamon is not a cute boy.
40:48Kumamon is a boy.
40:50I feel sorry for Kumamon.
40:52Sometimes I feel sorry for Kumamon.
40:55Is it because Kumamon is tired after dancing?
40:58Kumamon is older than other characters.
41:02Is it because Kumamon has a lot of children?
41:04Kumamon has more children than other characters.
41:08Kumamon is younger than other characters.
41:12Of course, Kumamon has a lot of children.
41:15But Kumamon is only for adults.
41:19I feel sorry for Kumamon.
41:21I feel sorry for Kumamon.
41:23I feel sorry for Kumamon.
41:25He is a polite person.
41:27He is a polite person.
41:29He is fat to make characters.
41:31He is a black bear.
41:33He is a black bear.
41:35Kumamon is a success.
41:39The sales of related products in 2023 reached 16.64 billion yen, the highest in the past.
41:47The sales of related products in 2023 reached 16.64 billion yen, the highest in the past.
41:54The existence of Kumamon was irreplaceable from that event in 2016.
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44:03Kumamon has been loved for a long time.
44:07It was from that event in 2016 that its existence became irreplaceable.
44:15Kumamon was very popular.
44:18In April 2014 and April 2016, there was an earthquake in Kumamoto.
44:22At that time, of course, there was an earthquake that Kumamon couldn't get out of.
44:27At first, about 160,000 people were evacuated.
44:31Kumamon also self-restraint.
44:34The workers were sent to the rescue or support.
44:39From all over the country, people were worried about Kumamon.
44:47I was really worried about when Kumamon would start.
44:53We discussed a lot about this day.
44:58About 16,000 people were still living in evacuation.
45:02On that day, we asked Kumamon to go to the evacuation center.
45:09Of course, when Kumamon went to the evacuation center,
45:12children gathered and hugged Kumamon.
45:16There were really crying children.
45:18Not only that, but also grandmothers and people like that.
45:22They put their hands together and thanked Kumamon.
45:26At that time, Kumamon wasn't just a character for PR.
45:30It was a symbol for Kumamoto.
45:33I thought it was like a support for Kumamoto.
45:38I felt the existence of Kumamon.
45:44At that time, the former governor of Kabashima said,
45:47Kumamoto has three treasures.
45:50Kumamoto Castle, Aso, and Kumamon.
45:54Aso and Kumamoto Castle were damaged.
45:58Kumamon was fine.
46:00We came to the evacuation center.
46:03After leaving the evacuation center in Nishihara Village,
46:07about 10 days later,
46:09Kumamon came to the Tokyo Antenna Shop, Ginza Kumamoto.
46:14When the shutter went up, Kumamon's legs were shaking.
46:19At that time, people gathered around Ginza Kumamoto.
46:24We decided to buy Kumamon and support Kumamoto.
46:28Because Kumamon was there, we could say,
46:31Kumamon is fine.
46:33We couldn't say,
46:35Kumamoto is fine or do your best.
46:38After the earthquake,
46:40everyone contacted each other.
46:45But we couldn't say, do your best.
46:48But we could say to Kumamon.
46:51I envied Kumamoto where Kumamon was.
46:55After that, on Twitter,
46:58Tetsuya Chiba, Kenji Morita,
47:01and other great manga artists
47:04drew a picture of Kumamon.
47:07It's amazing. Kumamon, do your best.
47:10This picture spread widely.
47:14Everyone cheered for it.
47:18Kumamon has become more than just a manga character.
47:22What is the future of Kumamon?
47:25I want Kumamon to be close to everyone.
47:30In the future, I want everyone to know about it.
47:34I want to make it an anime.
47:37Hasn't it been released yet?
47:39No, it hasn't.
47:41Hasn't it been screened?
47:43Yes, it has.
47:47That's amazing.
47:58Kumamon is famous in Japan and in Asia.
48:04But it's still popular in the West and South America.
48:09It's still popular in France.
48:11Kumamon is going to travel the world.
48:14Kumamon can't speak.
48:16It's non-verbal.
48:18But it can communicate with the world.
48:21I want Kumamon to be active in the world.
48:23I want Kumamon to be more and more popular.
48:27Speaking of Japan, it's Kumamon.
48:31We don't know the name of the prefecture.
48:35We only know the name of the city.
48:38It's amazing that people know the name of our prefecture.
48:43I want Kumamon to become a prefecture.
48:45You want it to become a prefecture?
48:47The people of Kumamoto might say that.
48:49They might say, wait a minute.
48:51It's Kumamon's 15th anniversary this year.
48:55It's been going well so far.
48:58But it's only the 15th anniversary.
49:01I want Kumamon to be loved for 100 or 200 years.
49:07Kumamoto is a prefecture without bears.
49:12That's right.
49:14That's right.
49:16Kumamon has become a very famous prefecture.
49:19There were only cheetahs in Kumamoto.
49:23There were only cheetahs.
49:25That's what I imagined.
49:27You said, there are no bears, but there are cheetahs.
49:30You said that, but Kumamon has become more famous.
49:34That's amazing.
49:37We don't have time to talk, but it's about time.
49:41Thank you for your precious story.
49:46I bought it for you.
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53:41ZOID
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53:48The biggest difference from plastic models is the concept of building movement.
53:52Death Zaur is the final choice.
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